摘要
本文根据大学生网络购物的特点,提出了大学生在网络购物过程中的各感知风险因素,通过问卷调查对西安市几所高校的大学生进行网络购物各个风险因素的实证研究,利用SPSS工具从有效问卷中提炼出了大学生网络购物过程中的五大感知风险维度,建立了大学生网络购物感知风险评价体系,并为网络企业针对大学生进行网络营销提出了具体对策。
According to the characteristics of the universtiy student＇s shopping behavior on the intemet, we propose the perceived risks in the process of university student＇s shopping online.Carrying out an empirical research on the perceived risks of university student＇s shopping online through the questionnaire survey of university students in several universities,and using the Spss software statistical tools to extract five great perceived risk factors of university student＇s shopping online from 166 effective questionnaires ,we establish the percieved risks evaluation system of university students shopping online and provide specific eotmterplans for online enterprises to marketing.
关键词
大学生
网络购物
感知风险
评价体系
Univestiy students
Shopping online
Perceived risk
Evaluation system
